Quora Ads Promoted Answers

Key Takeaways

back in October of 2018 Korra announced promoted answers this is a way for you to take not only the question but also the answer of that question and push it to the top of the page if you are writing valuable content but you want to get that answer in front of more users start using promoted answers in this video I'm going to show you how you can set up that campaign and some strategies you may want to consider when using this new ad format now personally I hate to say that Korra is just a QA site but if you had to give a basic simple explanation of what Korra is you know the bulk of it is a Q&A site for the site content with promoted answers advertisers now have the opportunity to push a question to the top of the page now also when you put the question to the top of the page you're also pushing the answer to the top of the page as well users can start reading the answer then move to a click more link and read the entire answer if they choose almost think of this is the Korra ads version of a boosted post you may be able to rely on people outside of your company to write answers for you and we will get to that later but in the meantime let's begin on the campaign setup and how easy it is that you can start promoting answers on Korra advertisers can start creating a campaign and ad set just like you normally do when you're creating the campaign you can still choose any campaign objective you like except for the app installs which makes sense we're here to promote answers not promote an app but any of the other objectives are still fair game once we get to the ad set level the targeting options advertisers have for promoted answers are still exactly the same as you would have for any other ad set you may want to create pretty much the only difference in creating a promoted Answers campaign is the ad format that you choose and the option is pretty clear we want to promote an answer as you can see on the screen right now after you select the promote and answer ad format and enter your business name you'll have to find the URL for your answer the key part right there is the answer URL not the question URL so what's the difference to find the URL for your answer first you need to go to the page of where the question exists that you answered when you find your answer scroll down right underneath your name and your title description and you will see a date of when you answer the question click on that date and a new window will open in a separate tab that will be just the question and on your answer so we need to copy that URL from this page of your answer and paste it in the answer URL portion of the creative from there we can just save our ad and you will be able to run your promoted answer based on whatever targeting types and your formats that you have previously selected in the campaign setup now in March of 2019 kora announced an easier way to promote answers without ever having to go within the ads interface if you are looking for a certain answer that you want to promote find that answer URL just like we did to set up the initial promote an answer scroll all the way down to the bottom of your answer you will see the little three dots at the bottom of your answer if you click on it for more options you will see the ability to promote that answer and this is where the boosted post comparison really comes in if you click on promote you will get the option to you select which ad account you want to promote this answer you can select how long you want to promote the answer and we can choose up to 10 days and then enter your total budget assuming you already have your credit card information entered into the kora account just select promote answer click done and then if you head back to your main ads manager you will see a campaign was automatically created and you're all set to go your answer will be promoted based on the remaining budget that you have selected now you may be asking can I only do this for the answers I write and that's a great question the answer to that one is no you can promote any answer on Quora it doesn't even have to be your own why is this an option I'll think about it if your company sets up the ad account but your employees most likely the real knowledge experts in your field are answering the questions it's still beneficial for your brand to make sure the people representing you are getting that top exposure so I'm going to show you a few examples of how you can promote great answers and a few options you may want to consider when running your promoted answers campaign the first strategy may want to consider is showcasing Authority now look in this example this is the CEO and founder of DuckDuckGo answering questions about his own product there is no one more believable to answer questions about DuckDuckGo than the CEO and founder of DuckDuckGo so if your brand is a name and a topic that is on Quora and you can see many people are asking questions about it then you may want to get the highest authority in your company to start going into kora and answering those questions themselves let's take that scenario turn it around a little bit let's say you have a competitor that is a bigger brand than you you know they have a lot of authority many people are aware of that brand create a campaign targeting that specific competitor and then promote an answer to them to showcase why your brand could be the better choice the next strategy option is potentially bringing in the experts in my past I have had many b2b industrial manufacturing type clients where the products that they work on are the services that they offer are way over my head super technical I can't be the one going in and answering these questions for them I consider myself a PPC expert I'm not necessarily the expert in these industrial businesses so you know if my client worked in this specific example like an electronic engineering and I saw a question on Quora that drives a lot of traffic I'm probably not the one who can answer that question however the engineers for my client they are the knowledge source these could be the proper people that you need to reach out to whether they don't want to answer the question themselves you can at least get the information and those could be the answers that you may want to promote to the top and the third option you have for a strategy for promoting answers is social proof letting your fans speak for you sometimes people like to hear answers from users like them and not from the brand again it's a believability factor that could be higher when users see organic answers from other people not the brands saying that they're the best so let your current customers speak for you if fans are already writing great answers touting your products you can promote your fans organic answers to the top of the page to help influence new users to purchase your product valuable content is valuable content it doesn't matter whether it was written by your PPC team an SEO person on your team or maybe a member of your sales staff if you have good answers to promote that can really drive awareness to a target audience consider writing that answer organically on Quora or looking for another third party or fan of your brand who has already written that answer on Quora and promote it to the top of the page to your target audience thanks for watching our video make sure to subscribe to the paid media pros channel to see more videos you